Chinese users’ average daily time spend on digital media increased from 35.8% (1.78 hours per user) in 2011 to 50.4% (3.08 hours per user) in 2015 according to eMarketer.
The growth of China online advertising market will most likely slow down. iResearch forecasts that the market revenue will reach 410.5 billion yuan (US$63.49 billion) in 2018.
Online advertising revenue in China is estimated to reach 275.6 billion yuan in 2016 while TV advertising revenue is estimated to decline to 104.6 billion yuan.
The global online advertising revenue was over USD 150 billion in 2015, higher than China. However, China’s online advertising annual growth rate reached 36.1%, higher than both the global average and the U.S.
China Online Advertising Forecast 2015-2018e
Search engine ads dominate China’s online advertising market in 2015 according to iResearch with about 33.8% market share, followed by e-commerce ads (28.2%), brand graphic ads (online display banners; 15.3%), and in-video ad (8.2%).
China will remain the world’s largest advertising market in 2016 according to This Year, Next Year report by GroupM. GroupM predicts the growth rate of China’s advertising market will decline from predicted 8.7% to 7.8% this year and will drop slightly from predicted 9.6% to 9.1% in 2016.
China Online Video Market
The TV series play duration share accounted for 55% of all online videos in China in September, highest since January 2015. Variety show and movies were steady with 16% and 8.5%.
In 2015, Chinese online video advertising market reached 23.19 billion yuan, an increase of 52.7% YoY.
Chinese mobile online video advertising market reached 9.8 billion yuan in 2015, increased by 195.1% compared with 3.31 billion yuan last year. Over three-quarters of China’s online video viewers watched video on smartphones in 2015
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